This week John Varvatos announced that Grammy-nominated musician Hozier is the celebrated artist in the brand’s Fall/Winter 2016 advertising campaign. Over the past decade, the John Varvatos iconic rock star series has conveyed its vision of rock ‘n’ roll sensibility through the black and white portraits by distinguished photographer Danny Clinch. Following this heritage, the campaign pivots from previous releases with the debut of colored imagery — a riveting first for the brand’s series, which features legendary artists and icons-in-the-making.
“Hozier is one of the great singer/songwriters of this generation, and collaborating with him has been inspiring,” said John Varvatos. “He brings a fresh sense of masculinity and authenticity to these images and our brand. This is a Renaissance man of today and years to come.”
In addition to the photography, featuring the artist wearing multiple looks from the Fall/Winter 2016 collection, the campaign also debuts an original music video, concepted by YARD and directed by Clinch, of Hozier singing his soulful song “To Be Alone.” Starting in September, the campaign will break online and in print with emphasis in key markets where John Varvatos stores are located.
According to Stephen Niedzwiecki, Founder and Chief Creative Officer of YARD and long-time Varvatos collaborator, “We’re living in a day and age where everything is in flux, but music always seems to find a way to cut through and make us feel good. It happened in history with the voices of Bob Dylan, Joni Mitchell and Bob Marley. And it’s why Hozier felt like a great choice for this season’s campaign as he really struck a soulful chord with his song ‘Take Me To Church’ and gained acknowledgment as a new talent, truly earning the respect of many icons in the industry. This campaign is an exciting build on the John Varvatos tradition of working with legendary rock icons and as we’ve evolved the 11-year campaign, we thought it would be nice to signal the evolution with a shift from black and white to desaturated color. The video is based on a one-take approach and we were inspired by the filmed concert performances of Bob Dylan in the 60’s and 70’s.”
“Working with John and his team was a joy, he’s a true gentleman and somebody who seems to live and breathe through his work, his passion and his art,” said Hozier. “Being counted among the musicians he’s worked with in the past is an honor.”
In collaboration with the artist, the brand will continue its newly-launched JV On Tour series featuring Hozier’s Ireland. #JVonTour explores the world in the signature style of John Varvatos. From popular destinations to creative underground havens, the designer will experience various cities with friends, noting the coolest and most interesting places to eat, drink, create, rock, record and stay. It’s the ultimate handbook to rebel culture and style for all John Varvatos fans. JV On Tour: Ireland will premiere in October.
This Fall/Winter 2016 John Varvatos ad campaign follows 22 seasons conceived by YARD and photographed by Danny Clinch, all of which underscore the brand’s affinity for rock ‘n’ roll style-makers. Past collaborators include Ziggy and Stephen Marley, Ringo Starr, KISS, Willie Nelson, Jimmy Page and Gary Clark Jr., Paul Weller and Miles Kane, Green Day, The Roots, Dave Matthews, ZZ Top, Franz Ferdinand, Perry Farrell, Cheap Trick, Alice Cooper, Velvet Revolver, Iggy Pop, Chris Cornell, Joe Perry, Ryan Adams and Slash.